Jaguar F-Type Stars in "Desire" Short Film

Does It Fall Short of the Hype?

The Jaguar F-Type is without question the most highly anticipated Jag of the modern era. Adding to the long line of teasers and previews of the new car is a new, highly stylized, 13-minute plus video that features the F-Type in a supporting role. But this isn't your typical full-length commercial. Instead, "Desire" is a short film created in collaboration with famed director Ridley Scott's studios and featuring British actor Damian Lewis.

Despite the relatively poor acting from everyone except Lewis, the video features some of the best sounding exhaust notes you can find, in addition to the dulcet tones of singer Lana Del Rey. At every turn and with every push of the F-Type's go pedal, the exhaust lets out a wonderful crackle. The sound, although modified, is similar to its spiritual predecessor, the famed Jaguar E-Type.

The film deals with desire, love, and it seems in some cases, disgust, as a beautiful desert setting quickly turns ugly. Lewis' role in the film becomes apparent after he drives off into the sunset with his intended target.

While I'm not entirely sure the budget that must have been spent on this short film was truly put to the best use, we'll give Jaguar credit for trying something different. To us, there wasn't enough of the curvaceous and stunning F-Type. And what we did see of it was a bunch of dirt soiling the car's flawless paint. Perhaps in this case more is better?

The short film made its premiere this week at private screening for press at the Sundance London film and music festival and hit YouTube shortly thereafter.